Visitor identification can be done in many ways, tracking cookies, reverse IP address lookup, private databases, and more. At Leadfeeder we use several different technologies, including our own machine learning, or as I like to think of it, 'magic'. We don't require a script to work (though we offer a script to enhance Leadfeeder), which means you don't need to add anything to your site.
We start with Google Analytics. Why? Google Analytics is one of the most popular and respected analytics platforms. It's used by over 65% of the top million websites* today. By partnering with Google Analytics we can access one of the most complete databases of IP addresses (and the Network Reports they tie to) available, far larger than any 'self-built' database from other organizations. We also use Google Analytics as a start because you may already have it on your site, giving us access to a history of visits. If you don't have it, it's free and easy to install.
When you connect your Google Analytics to Leadfeeder we can read the network reports it creates from its vast IP database. We don't get that IP address, as Google obfuscates it for visitor privacy, but we do see what we need to match visits to organizations!
Once we receive the information on your visits we start the magic. Our system automatically filters out all ISPs (Internet Service Provider) that we can identify. This saves you time, and money. We don't charge by the visit, or for ISP leads. We don't even show them to you. A visitor from an ISP could be anyone and it isn't possible to connect them with a company for you to contact. Visits that aren't seen as ISPs are then processed, matching up organization names and enriching the data with supplemental information we have on them. This includes details on the organizations as well as supplying the Leadfeeder Contacts when available. The supplemental information is gathered from publicly accessible sources by our data partners FullContact Inc. and Hunter Web Services Inc as well as Crunchbase.
How many visitors do we identify? It can vary greatly of course depending on your website, web traffic, B2B vs B2C customers, and industry, at minimum. As each customer is different there is no way to honestly give a percentage of visitors identified. If a service promises a certain percentage rate it is likely based on a few accounts. For example, if you are an organization that sells garden supplies you may have a lower identification rate as you have a market with many different sized companies and a likelihood of more ISP visits due to individual and business visits. If you are an organization that sells custom freight train parts the rate may be higher due to your market being smaller and easier to identify. We won't make up a rate as a one size fits all response.
*according to BuiltWith trends.